Advertising moves to made-up metrics

AUTHOR(S)

Ephron, Erwin

PUB. DATE

July 2000

SOURCE

Advertising Age;7/31/2000, Vol. 71 Issue 32, p32

SOURCE TYPE

Trade Publication

DOC. TYPE

Article

ABSTRACT

The article highlights the use and benefits of the decision model, expert systems in advertising in the United States. The popularity of expert systems in advertising resulted from management pressure to reduce judgment calls to get more rational spending decisions. One example of an expert system is a media-mix optimizer which provides data on costs and audiences available from invoices and surveys.